Place branding is a marketing method that targets a city or place in their entirety. The use of branding builds awareness and knowledge among the target group and uses communication to influence the consumer. It is important to view the method as a strategy rather than promotion. It means more than simply designing a logo. People are likely to obtain impressions of places that are part of creating a picture, a mutual understanding, which affects the place’s reputation. What qualities are attractive for a place? Simon Anholt has developed City Brand Index Hexagon. This index contains six components which he claims characterizes an attractive place. The terminology Anholt uses is called Competitive Identity and elaborates on a place’s competitive identity. According to Anholt, Place, Presence, People, Pulse, Potential and Prerequisites are pillars in a place’s identity. Through the study of a case, the development project Vulkan in Oslo, I have seen how they have solved the challenges. I have conducted in-depth interviews with the developer and studied documents to obtain information. Relevant theory and a presentation of the project Vulcan initiates two analyzes: an analysis of Vulkan using Simon Anholt City Brand Index Hexagon, and an analysis of the meaning and impact of branding in the project Vulcan. Answers and analyzes I portray in my thesis is no definite conclusion, and the data can surely be considered differently. This is because qualitative methods have been used in the thesis and the answers are based on the perceptions and experiences of a limited selection. Hence, others can have different opinions and perceptions. However, I believe that the data is reliable as well as it is extracted from sources that are strongly related to the project.